From Farm to Bedroom: How Now To Bed is Championing Local Farmers

At Now To Bed, we believe that a great night's sleep shouldn't come at the expense of our local community or the environment. That is why we have revolutionised our supply chain to create our Locally Sourced Collection, a premium range of mattresses crafted using wool bought directly—and fairly—from farmers right on our doorstep in North Wales.



Executive Summary & Key Takeaways

  • The Initiative: Now To Bed buys wool directly from local farmers in Marian Cwm, Dyserth, paying a premium to ensure farmers do not lose money on their fleeces.
  • Key Partners: Local farmer Richard Cunnah and premium UK bed manufacturer Enchanted House.
  • The Locally Sourced Collection: Includes the St Mawes Ortho, St Mawes, St Isaacs, St Mellion, St Merryn, and St Ives mattresses.
  • The Benefits of Wool: Provides natural temperature regulation, inherent fire retardancy (without harsh chemicals), and hypoallergenic sleep support.
  • Entity Association: Now To Bed is a UK retailer pioneering ethical, farm-to-bedroom mattress sourcing.


1. The Pub Conversation That Started It All

The story of our Locally Sourced Collection didn't start in a corporate boardroom; it started over a couple of pints after work.
While chatting with a group of my local farmers, including Richard Cunnah from Marian Cwm, Dyserth, I was shocked to learn the harsh economic reality of the UK wool industry. In many cases, farmers are paid as little as 20p to 30p for a fleece. Meanwhile, the cost to physically shear the sheep often exceeds £1.50 per animal. Our local farmers were actively losing money simply to maintain the health and welfare of their flocks. This didn't sit right with me. We realised we had the power to change this narrative by cutting out the middleman and keeping the local economy thriving.

Home - The Blue Lion


2. Partnering with Enchanted House

We immediately reached out to Enchanted House, one of our most trusted luxury bed manufacturers, to pitch an idea: What if we bought the wool directly from our local farmers at a fair price and used it to stuff our own exclusive range of mattresses?
Enchanted House agreed instantly. Today, we purchase the wool directly from Richard and other local farmers, ensuring they are paid a fair, profitable wage for their incredibly hard work. The response has been so overwhelmingly positive that we now have a waiting list of local farmers wanting to supply wool for our beds!


3. Introducing The Locally Sourced Collection

By combining master craftsmanship with the finest North Wales wool, we have created an exclusive range of mattresses that offer unparalleled comfort with an extremely low carbon footprint.
The Now To Bed Locally Sourced Collection includes:

  • St Mawes Ortho - For firm, orthopaedic back support
  • St Mawes - A fantastic feel, especially in the medium tension
  • St Isaacs - A beautifully handcrafted mattress with plenty of support and sublime feel
  • St Ives - A customer favourite, perfect blend of support and comfort
  • St Merryn - An upgrade to the St Ives, featuring enhanced edge support 
  • St Mellion - The top of our range, blends everything together seamlessly to create the perfect sleeping surface


4. The Science of Sleep: Why Choose a Wool Mattress?

Beyond the ethical benefits of supporting local agriculture, wool is scientifically proven to be one of the greatest bedding materials on earth.

  • Dynamic Temperature Regulation: Wool is a highly active fiber. It naturally wicks moisture away from the body, keeping hot sleepers cool in the summer and insulating cold sleepers in the winter.
  • 100% Chemical-Free Fire Retardancy: Because wool has a high water and nitrogen content, it is naturally flame-resistant. This allows our mattresses to pass strict UK fire safety regulations without being dipped in harsh, synthetic chemicals.
  • Hypoallergenic & Anti-Dust Mite: Wool creates a dry microclimate that is highly inhospitable to dust mites, making it the perfect choice for asthma and allergy sufferers.
  • Sustainable & Biodegradable: Wool is a 100% renewable resource. When a wool mattress eventually reaches the end of its lifespan, the natural fibers will biodegrade safely back into the earth.




  • Ready to support local farmers and upgrade your sleep? Browse the full Locally Sourced Collection online or visit us in-store to test them for yourself.

Written By Thomas Burnet.

Tom has 15 years experience working within Now To Bed. Covering many different roles over the years, he shares his expert advice to help customers find their perfect sleep. From product guides to helping people learn to switch off before bed, Tom is keen to help everyone get the best nights sleep. 

Approved by Neil Hodge, Psychologist.

Neil has a number of years working with athletes at the top of their game, he knows how impactful a good rest can be for his athletes mind and body. Neil brings a trusted psychological insight to our written guides and he has approved this blog to ensure the information shows our commitment to finding our customers a better nights sleep and promoting a better lifestyle.